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A Major Research-Based Review and Scoping of Future Directions for Appliance Efficiency Labels in Australia and NZ prepared by Artcraft Research
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This report presents the findings and recommendations from a two-phase consumer research study which involved a major research-based review and scoping of future directions for a wide range of appliance efficiency labels in Australia and NZ. The study was conducted for the Australian Greenhouse Office (AGO) by Artcraft Research during the period April to October 2003.
With the Australian Greenhouse Office (AGO) now being able to assist industry to move towards mandatory programs in terms of both gas and water labelling, and introduce a fresh endorsement label to take the place of the now defunct Galaxy Award label, there is a window of opportunity (working in conjunction with industry and other Federal and State government organisations) to improve the effectiveness of the various labelling systems by introducing more consistency in (harmonising) their visual formats in terms of shape, size, colour schemes, type and number of stars or other icons, the kinds of information displayed and ways in which it is displayed. A common endorser (ie, being a joint government-industry program) and a common source of further information (ie, one website for all) should also provide a distinct advantage, as should the fact that they may all become part of a mandatory regime.
To this end, on the basis of our regular involvement from the beginning of the energy labelling program in Australia (including appliances, houses and motor vehicles), the AGO commissioned Artcraft Research to design and undertake a program of research to facilitate a major review of various aspects of the labels used in Australia to promote energy-efficient appliances, and to scope their possible future directions. The research approach was qualitative and extensive in nature, involving a total of 43 focus group discussions (around 8 people per focus group) with consumers (recent and prospective appliance purchasers), and 98 in-depth interviews with retailers, businesses and lighting professionals, in two phases: an initial revisions and development phase running from April to June 2003; and a check-testing phase running from August to October 2003.
In all, eight separate but complementary tasks were covered in the research, as follows:
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